California Gold Rush

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California Gold Rush

• Judi Mills
• California Smokers Helpline
• Outreach Coordinator
• National Conference on Tobacco or Health
• May 5, 2005

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Partners

• Smoking Cessation Leadership Center
• California Dental Hygienists Association
• California Smokers Helpline
• Pfizer

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Smoking Cessation Leadership Center

• Increase smoking cessation rates and increase
  number of health professionals intervening around
  cessation

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California Dental Hygienists Association

• National Smoking Cessation Initiative
• Ask Advise Refer Campaign
• Grass Roots Level Approach
• Earlier Collaboration with Helpline

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California Smokers Helpline

• Increase number of health professionals
  intervening around cessation and referring
  smokers to Helpline services

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Pfizer

• Increase number of dentists intervening with
  patients who smoke, recommend Pfizer quitting
  aids, and refer to cessation programs.

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Initial Stages

• Pfizer representatives delivering Helpline
  promotional materials and product information to
  dental offices in California

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Next Steps

• Partners brainstormed ideas
• SCLC acted as facilitator

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Next Steps

• Partners brainstormed ideas
• SCLC acted as facilitator
• Identified momentum of ADHAs SCI Campaign as
  opportunity

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Dental Hygienists Report 25 Screen Patients
Regarding Tobacco Use on a National Level
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Next Steps

• Partners brainstormed ideas
• SCLC acted as facilitator
• Identified momentum of ADHAs SCI Campaign as
  opportunity
• Helplines Take Charge Gold Card, great promotion
  tool

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California Dental Hygienists Association SCI Goal

• Have every dental hygienist in
• California hand out at least one
• Gold Card and refer a smoker to
• the California Smokers Helpline.
• Have CA Dental Hygienists
• increase the referral rate to
• 50 by the year 2006
• current referral rate in CA is 39
• Baseline Survey HOD June 6, 2004

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The New CaliforniaGold Rush
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Components of Campaign

• Educating CDHA Leadership about the National SCI
  and Gold Rush Campaign
• Develop website and bring together all materials
  for dissemination
• Deliver message and materials to all California
  dental hygienists

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How do you reach 12,000 California Registered
Dental Hygienists?
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Multiple Channels

• Simple Mailer
• Cover letter from CDHA President
• Order form to order Gold Card and Helpline
  promotional materials
• Member Assessment Survey
• Sent to approximately 14,000 contacts (all CA
  RDHs and student dental hygienists)

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Multiple Channels

• Communications
• Emails to members
• CDHA Website
• Professional Journal Articles
• Radio Press
• Encouragement to local components to become
  involved

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CDHA Website
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IntermediateOutcomesofCampaign
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California Gold Rush Success 21, 210 cards ordered
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CDHA Website Self Reporting Referral Rate

• November 4
• December 1
• January 31
• February 2
• March 83
• One e-mail blast sent to two blogs
• Two e-mail blasts sent to two blogs

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Increase number of dental hygienists documenting
referrals of patients to Helpline.
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The Component who gets the most people to log
onto http//www.cdha.org/professionals/goldrush/g
oldrush_rewards_form.htm
to report the number of Gold Cards referrals
from April 15th until May 15th Wins 100.00
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Multiple Channels

• Direct Mail Campaign

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Success of Partnership

• Replication of Model
• ADHA (all 50 State Associations)
• New York
• Indiana
• ALA Asthma Campaign
• CA Diabetes Program
• Gold Card National Card

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Thank You For Your Time
Be The Change You Wish to See in the
World -Gandhi